ABSTRACT
Man’s capacities for thought somewhat resemble modern industrial plants which are capable of converting raw materials into either soap or bullets, of refining sugar into nutritive food or into alcohol for the manufacture of explosives. Similarly, from the biochemical processes of individual minds responding to environment may emerge ideas which serve to promote social conflict, while there are yet others fortunately, which contribute to resolution of differences. The word ideas, therefore, is not restricted here to a description of the great and noble thoughts uttered by accredited spokesmen for the edification of old and young. The prevailing approach to the history and criticism of public address appears to consist of a study of individual speakers for their influence upon history. If one may judge from studies available through publication, they fall short of that ambitious goal for reasons which are painfully apparent to anyone who has attempted to assess influence in history.
